Bodzewski, who joined April 1, is being charged with a strategic and measurement role around digital and social analytics, search, web, CRM, and mobile capabilities and expertise. In doing this, he’ll partner with Ulman whose focus is account planning — drawing especially from the offline realm. He will also work closely with M Booth’s digital leads Dana Kopp Hudon and Matt Hantz.

“On the front-end, it’s working with Bonnie a lot, but my focus is mining digital intelligence and looking across social chatter and website behavior,” Bodzewski says. “On the backend, my responsibility is to make sure our campaigns are driving business results.”

For instance, Bodzewski plans to circle campaigns back to “cost per action” -- or how much investment is required to sway a person’s behavior, as well as tactical actions like using coupon codes and geo-targeting.

“M Booth has been very good about measuring social and broader campaign impact,” Bodzewski adds. “Now they want an expanded look into search and website.”

He plans to both build out his own team of experts, while also infusing the larger organization with processes and protocols around analytics.

Prior to joining M Booth, Bodzewski founded Rhinotale, which focused on harnessing data, technology and engagement for business outcomes. The firm that he calls “a good exercise in entrepreneurship” now ceases exists. He’s also had stints at Epsilon, Zocalo Group and Ketchum.